What’s your favorite brand of coffee or hot chocolate? I bet the first thing that popped into your mind was the image of a brand’s name or symbol – a logo. However, when you put your hands around that warm cup, you’re not drinking a logo or a company name. With each sip you’re being an active participant of a larger story – a brand.
What's a brand anyway? Picture yourself at the local coffee shop taking in all that’s around you. The look of the cup, the music playing through the speakers, and the color of the walls – these are all part of a carefully planned experience. A company’s brand is determined by how the masses perceive its product or service. And this perception can be influenced by stimulants such as colors, ads, events, merchandise, social media, and, of course, logos.
Therefore, if your product is just associated with a logo, then you're missing out. Let me tell you why.
1. You're missing out on the fun stuff.
Brands are multi-sensory marketing strategies that evolve along with your product or business. Let's call a brand a living organism, carefully researched and designed to engage your target audience as it grows. Imagine all the marketing tactics you could create to attract this target audience. The possibilities are endless and far more exciting than you think.
2. You're only giving the CliffsNotes version.
Your logo is a summary of who you are as a brand in one symbol. Don’t get me wrong, logos are still very important. But, in order to have a logo that truly represents you, then you need to delve deep into what kind of business you have. Go back to your favorite brand of coffee or hot chocolate – there’s a reason the brand appeals to you and it’s because each point of interaction is catered to you.
3. You're missing out on loyalty.
Chivalry is not dead and neither is loyalty. Loyal customers not only return to your business, they also share their enthusiasm for your product with others. How can you expect a customer to remember you if you’re only giving them your company name? Do you realize how many company or product names your customer interacts with in just one day? When branding a business or product, you’re essentially creating opportunities for customers to experience what you believe in, making them loyal brand followers.
Creating and maintaining a brand can be a full-time job with its ever-changing parts. Luckily, I'm here to help you every step of the way. Don't be shy - I'm only an email or call away.